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Event Details

‘If everything you do needs to work on a three-year timeframe, then you are competing against a lot of people. But if you are willing to invest on a seven-year time horizon, you’re now competing against a fraction of those people, because very few companies are willing to do that.’Jeff Bezos, founder, Amazon

Age of the Long Near briefing will help you to:

: Develop truly long-term business plans – what, why and how

: Embed Long Near thinking into your brands, products and services, and show you how to manage these changes

: Collaborate with the Long Near consumer, understanding the needs of a generation who expect to live to be 100

To find out how you can profit from this seismic shift, book a place at our forthcoming Trend Briefing.

8.00am - Registration

9.00am - Introduction

‘An increasingly complex, worried and questioning consumer is asking why things are so short term and products so ephemeral. In this Trend Briefing we will track the Early Adopters reacting against short-term thinking and moving towards long-term living.’ Martin Raymond, co-founder, The Future Laboratory

9.15 am - The Age of The Long Near UnveiledA third of people born over the coming decade will live to 100 and beyond. Against this epochal shift in consumer longevity, we look at why The Age of the Long Near is imminent.

9.30am - The Optimised SelfWhile many of our children will live to 100, across generations consumers are already embracing 100-year lifestyle plans, Third Life beauty regimes, Tent-pole Learning (where they take degrees in their 30s, 50s and 70s), Life-last Products and Whealth (wealth + health) management programmes.

But all are doing so in a strategic, optimised and ‘wholistic’ ways, seeking out opportunities, people, brands, programmes or experiences that enable them to plan their life-long learning, development and understanding in a more measured, calculated and situationally strategic manner.

‘Life-help, as opposed to self-help books, classes and courses, are becoming the next big lifestyle trend,’says The Future Laboratory co-founder Chris Sanderson,‘and this is very much how our optimised consumer is set to behave.’

All of this raises unprecedented challenges and opportunities for the following sectors:

: Health and wellness – how will Optimised Self consumers manage their health and wellness programme?

: Retail and branding – profiting from the growth of life-long brands and non-seasonal product streams

: Culture and technology – will the next disruptive change be mind hacks and digital pills for the emotions?

10.15am - Coffee Break

10.45am - The Immortal BrandAs business leaders realise that the lifespan of the average Fortune 500 company is only 50 years, they are remaking brands in the shape and philosophy of Long Near thinking. This affects everything from how brands are made to how they are distributed, retailed and communicated to its customers.

‘It’s not a case of where you make one decision and it kills you, it’s a sequence of bad decisions that will ultimately lead to your mortality.’ Dan Ariely

Here we look at:

: Tomorrow’s brand architecture – the brand as ‘cathedral project’

: The tone of voice needed to communicate to sceptical consumers hungry for authenticity

: The shape of the Long Near retail space

: The tips and skills Immortal business leaders use to prolong their brand into infinity

11.30am - Anti-authenticity Marketing

Brands that use words such as authenticity, artisanship, provenance and bespoke are falling out of favour with a generation of consumers who now regard these words as hollow, skewered and without value or meaning – Brands for Bunheads, as they’ve been called. But following this move away from the hipster mindset, what must brands do to win over rightly sceptical and wary consumers?

Here, experts and consumers alike tell us what they expect from tomorrow’s brands. Think essentiality, borderless references, the notion of social media decluttering and paring down, or de-stuffocation, a term we first defined on LS:N Global in 2010.

Issues debated and discussed include:

: How to speak to consumers who are bored by the existing brand lexicon

When & Where

ACMI
Flinders Street
Melbourne,
VIC 3000
Australia

Wednesday, 17 February 2016 from 8:00 am to 12:30 pm (AEDT)

Organiser

The Future Laboratory

The Future Laboratory is one of the world’s most renowned and respected futures consultancies. A leader in trend forecasting, consumer insight and strategic innovation, we give clients the confidence to make the right decisions and investments to survive and thrive in the future. The Future Laboratory ethos is a simple one : to help businesses make the future happen.